Case studies are the most effective content format, according to a Content Marketing Benchmarking Report by B2B Marketing.
Sixty-six per cent of the 112 B2B marketers that took part in the survey said case studies were ‘very effective’, while 32 per cent said they were ‘quite effective’.
In second place is video, with 57 per cent of respondents believing this type of content to be ‘very effective’, followed by whitepapers (48 per cent) and infographics (45 per cent).
However – despite the effectiveness of case studies – blog posts came out as the most popular content type, with 66 per cent of the marketers surveyed frequently posting blogs. The study showed that podcasts are the most unpopular content type, with 87 per cent of marketers rarely or never using them in their campaigns.
Here at Bespoke 4 Business, we love a case study and we strongly advocate the use of case studies on our clients' websites. Nowadays, the majority of people will look at online reviews, social media posts and forum comments before making a purchasing decision. Having details of your previous work will prove an invaluable asset when it comes to establishing proof that what you're offering is valuable and of good quality.
When building a case study page on your website, we recommend that it's clearly set out and easy to read. Structuring the page is crucial so make sure that you set out the initial challenge and a little background to the job, followed by the goals, process and results achieved.
Make sure the page is easily found so having a link from your home page is a good idea.
Get into the habit of creating a case study each time a sizeable or noteworthy job is complete. This will give you new and fresh content for your website which is always beneficial for search engine optimisation.
And lastly, if you're active on social media, remember to post details of your latest case study on social platforms such as Twitter, Facebook, LinkedIn, Instagram etc - they make really engaging posts that people will be interested to read and they'll help build your profile and generate new business enquiries.